Ok students, today we are going to learn how to win a customer in 45-minutes and in the same turn how to lose them in 5-minutes. Today's subject: Charlie's Chili at 102 McFadden Place in Newport Beach. Many of you know this place as it sits next to the Newport Beach Pier. You probably have eaten there as well and for good reason - they do have great food.
I digress...many places have great food. I cannot think of one place along that stretch of real estate near the Newport Beach Pier that has bad food. As many coast dwellers, the itch to have breakfast on the beach overcomes even the most disciplined dietarian. Hence the trip to Charlie's.
Upon arriving to Charlie's one glance at the menu and you know you will leave with a full and happy stomach. The wait service was great. Even with the small wait for a table was not a big deal at all. Again, the food was excellent. So much so we wanted to share it with the homeless as Charlie's tends to over deliver in the portion department.
Ok...it sounds like we had a great experience. So how is this a lesson in how to lose a customer in 5-minutes? Great question. I will preface this by saying that an ounce of prevention is worth a pound of cure. Unlike most mornings, there was an over abundance of parking at McFadden Square. We happened to find a parking spot right behind Charlie's in a spot that had a sign that said "Unauthorized Parking. Violators will be towed". 99.999% of the time, that sign is to prevent beach goers from parking in establishments where their customers park. I realize that leaves 0.001% for people like me who assume and we all know what happens when we assume. So, knowing full well we were eating at Charlie's, we took one of the 4-open spots available with that "unauthorized" sign on it.
In the 45-minutes we ate at Charlie's, someone called the tow company on us. It's not like we were mingling around the boardwalk for hours. We ate there and we left. As we were walking to the car...there it was the tow truck driver. I hung back because it was my girlfriend's car that was being towed. After all what do I care - just kidding. I hung back because maybe she would have been able to use the power of seduction to get her car off the rack. It would have worked if one of Charlie's own employees did not object. You know the guy...late 20-something guy; long flowing horses mane tied in a pony-tail with the scruffy beard to match. Oh yeah, not to mention he had a good case of Napoleon complex. Do you know the guy?
I see he's giving my girlfriend a hard time as she's trying to work the tow guy (who was very cool by the way). I see this and walk over to see what's going on. Since I am twice his size he was not so inclined to give me the same attitude. It turns out he was trying to blame my girlfriend for his inability to park his own car because he backed into a dumpster. Ladies and gentlemen I could not make this up. Never mind there were a couple other open spaces he could have used. Even the tow truck driver was laughing this guy was that ridiculous.
So getting back to the "unauthorized" sign. What exactly is "unauthorized"? It does not say. I asked our long haired friend if he knew and it was clear he did not know much. As this meeting of the minds was taking place an old man was peering out the screen door from the back of Charlie's. I am not sure that was Charlie as a couple of the cooks in the parking lot suggested (the cooks were there to park Charlie's car - so that had to be him).
All's I know is that Charlie is not as friendly as he appears on his website. If I were Charlie, as cool of a restaurant as he has, the people eating there are what make it cool. By my estimate there were less than 100 people eating in and outside of Charlie's. Would it have been too much to ask to mingle with your customers - find out how their experience at the restaurant has been - and oh by the way do you happen to drive a certain make and model car?
Worst case scenario we have a few laughs, you find out that indeed everyone loves your food, the young lady who waited on us was great, and we apologize for the inconvenience for parking in this "unauthorized" space - whatever that means. By the nature of the definition Charlie is not even "authorized" to park there. If by chance you don't find that the car does indeed belong to a customer of yours, then have it towed.
We are not absolved of any blame here. We choose to park there. The tow guy was cool and we paid the $75 for his inconvenience without argument. As a business owner, if I treated my customers this way I would be out of business in no time. Normally I would not even care about this and chalk it up to a really expensive breakfast with my girlfriend. There is an important lesson to learn. This day of viral marketing, Yelp and YouTube we all have to go that extra 10%, to WOW our customers, even at a grease pit like Charlie's in Newport Beach. read more